Posted On: Jul 10, 2024
Posted By: John Duff

Content syndication is a fruitful strategy for increasing prospects and generating leads for your company. It will help you attain a significant number of business goals, such as increasing website traffic, generating potential leads, establishing trust and enhancing your SEO results.

If you are wondering if all of it is possible through content syndication, then the answer is yes, it is. Read this blog to gain more knowledge on content syndication and get a deeper perspective on why organizations should use content syndication strategies. Will also briefly touch upon – if content syndication has any impact on SEO, what kind of content syndication strategies an organization should employ, platforms that are apt for content syndication, and more.

Every crucial detail related to content syndication is available here, so let’s get started.

What is Content Syndication?

Content syndication is republishing the same content (articles, images, videos, and infographics) across multiple websites. The objective of syndication is to increase the reach and visibility of your content by presenting it to wider audiences on third-party websites. It is a targeted marketing plan that helps you choose when, where, and how to share content across the internet. Organizations implementing content syndication must consider the following questions:

  1. Why does your company need to share content on multiple platforms?
  2. Where are the best places to share content with your prospective clients?
  3. What goals your brand can attain to achieve content syndication?
  4. When is the best time to integrate content syndication?
  5. How is the organization going to scale its distribution efforts?

A dynamic content syndication strategy lets an organization plan to share all types of content in visual, written, and auditory formats.


Why Should Organizations Have a Content Syndication Strategy?

Content syndication helps you decide how to distribute your writing pieces across the internet. Just like any marketing tactic, content syndication is also effective when organizations have the right strategies in place. Your organization should create effective content, identify relevant syndication partners, define goals, and, lastly, plan ahead to generate significant results.

Content syndication strategies have their guaranteed benefits. So, let’s go through some of the benefits of developing a content syndication strategy.

1. Growing Qualified Leads

The more new targeted audience you bring to your website, the higher the chance of reaching out to more qualified leads for your products and services. It happens because you share your content on multiple platforms.

2. Increased Brand Awareness

When an organization promotes content on reputed sites through trusted content syndication, it helps build backlinks for its website, improve its SERP rank, build domain authority, enhance brand authority, and increase brand awareness.

3. Grabbing More Backlinks

Syndicating content opens up the opportunity to add more links. The higher the number of backlinks for a piece of content, the better its SEO performance.

4. Cost-effective Content Marketing

Content syndication can be done for free, and even when paid content syndication is involved, the content that is shared already exists. Organizations do not have to exploit their resources to reap the benefits of the outcome.


Does Syndicating Content Have Negative Repercussions on SEO?

When done right, content syndication won’t result in SEO penalties. However, Google is not appreciative of duplicate content, and syndicated content is shared content, so it cannot be exactly referred to as duplicate content. Sometimes, if one has to consider the worst scenario, Google will filter out all the other duplicate content and keep the original one.

However, under certain conditions, Google’s algorithm is not entirely clear which version to consider original, leading to increased prioritization of syndicated pieces over the original available on the website. When subjected to these situations, SEO will take a hit, as your site won’t accumulate the benefits of backlinks, positioning, and organic traffic. All these benefits are directed towards your syndication partner.

Still, this scenario has a silver lining: your overall domain level isn’t in danger. Rest assured that syndication won’t remove your content from Google’s index. The best way to approach syndication is to undertake all the proper steps to inform Google which piece is original. To carry it out, ensure your host platform uses a canonical tag to showcase the content as a copy of the original one. Along with it, the content should contain a portion that narrates “originally published on” or a variation of similar intent to provide the context that it’s syndicated content.

Utilize the Following Successful Content Syndication Strategies to Amplify your Business Reach:

Now that we know what content syndication is, its benefits, and how it may or may not impact SEO, we will focus on how it helps maximize brand reach.

Please read the section below, as we offer ten content syndication strategies to grow your business.

1.  Set Content Syndication Goals:

Before starting with content syndication, you must consider why you want to implement it. Is it to promote products? Build brand awareness? Create a database with new leads. Or all of the above?

The goals you set for yourself will define the type of content you produce for your brand. Then the goals you set for creating content will help you decide the parameters for creating targeted accounts. This is essential for lead generation as it targets prospects genuinely interested in your offerings.

2.  Set KPIs to Measure Success:

Investing in a content syndication strategy is the first step. However, it is also essential to understand whether it is bringing in any returns. Establishing key performance indicators aligning with your goals will help you analyze your success. For example, if you want to fill your database with new leads, success can be measured by the number of leads you receive.

KPIs to measure the performance of syndicated content:

  1. Return on investment (ROI)
  2. Quality and quantity of the leads generated.
  3. Amount of traffic generated
  4. Increase in your brand visibility
  5. Engagement rate

3.  Set Goals to Reach Bigger Business Objectives:

Are you wondering how your content marketing strategy is linked to larger business objectives? Any strategy you devise for your business is not an isolated strategy; it is part of the bigger marketing picture. Each piece of content shared by your brand through email, blog, or syndication has an exponentially bigger contribution. Together, it builds a network that moves prospects through the sales funnel and closes the sale.

As an organization, you must determine how content syndication will contribute to its return. You can do this by keeping your existing content marketing running smoothly and simultaneously creating a content syndication strategy that can eventually be incorporated into the entire marketing strategy.

4.  Relevant B2B Vendor for Content Syndication:

A huge part of content syndication strategies is having precise knowledge about your audience and understanding their goal. One of the finest ways of proceeding with this is creating a buyer persona. It will give you a better understanding of who exactly you are trying to establish contact with every content piece.

You need to create relevant content for your audience. However, it is essential to work with trustworthy B2B content syndication vendors who will help you reach the audience.

5.  Reach Out to The Audience Through Filters:

It is better not to work with vendors that don’t offer filters to segment the audience. The filter ensures that you reach out to leads with whom your organization’s objectives align.

Some of the filters are industry, job titles, company size, and geography. Companies can add their own filters, if the B2B vendor website offers customization options.

6.  Create a Targeted Account List:  

Prepare a target account list with specific business names and contacts for direct content syndication. Preparing a target list is a big part of account-based marketing. It helps you reach high-value buyers who need and can afford to invest in your brand. The list you have created can also be used to reach out to leads who are not responding to previous campaigns. Usually, an ideal target list for an account is 500 contact records, but it can contain more details.

7.  Use Vendors That Provide You with More Authentic Leads:  

When it comes to sourcing leads, quality is more important than quantity. That’s why you should check the vendor’s content syndication services to see whether they have cleaning and vetting processes. The noteworthy vendors will help you filter out leads using a suppression list and pre-clean leads so your organization doesn’t have to work with old and expired contacts.

8.  Memorable and Short Content:

The fastest way to convert leads is to create easily understandable content. Aim to create content where your targeted prospect can skip long hours to understand your content. 58% of marketers think short content works best; anything under 5000 words is excellent short content in this scenario.

9.  Put to Use Your Finest Assets:

Your syndicated content is the heart of strategy and requires careful consideration. The content must resonate with the audience, touch upon the pain points, and offer them valuable solutions. Only then will it perform well and meet the requirements of all the valuable KPIs. That’s why, while opting for content syndication, find the best-performing content and refresh it before you start using it. Content syndication strategies almost always work well with organizations that work with existing content.

If you don’t have existing content that meets the need for content syndication, create content that meets the specific content requirement in such scenarios. Create tech briefs, blog posts, infographics, and more. Keep changing the content to keep it fresh and engaging.

10.  Before Putting Leads Through the Sales Funnel, Carry Out Good Nurturing:

Leads that come through content syndication may not be ready to make a substantial monetary investment based on one post. Moving those leads through the sales funnel won’t help them convert. Moreover, 50% of the leads in your system aren’t ready to invest, so they need a steady nurturing process.

An excellent nurturing process slowly warms up the prospects and, at the same time, qualifies them for sales. For instance, you can put the candidates in the drip email campaigns, and once they interact with you through a few emails, you can move them to the following conversion stages. However, under circumstances like a lead constantly interacting with your company, several other behaviors highlight the severe interest in your product and service. Then, under specific scenarios, you can move contact for sales.

These top 10 content syndication strategies will undoubtedly bring your organization positive results.

What are the Best Content Syndication Platforms?

The submission process and content syndication for each platform might vary. Once you decide which content syndication strategies you want to implement, reviewing the specific submission pages for in-depth instruction is advisable.

  • Quora
  • LinkedIn
  • Medium
  • HubPages
  • ArticleCity
  • Seeking Alpha
  • BiggerPockets
  • BuzzFeed
  • DZone
  • GrowthHackers
  • Tumblr

Which type of Enterprises Should Incorporate a Content Syndication Strategy?

Is content syndication the correct form of marketing strategy for your organization? To clarify the issue, we have listed vital professionals and types of organizations that should use content syndication to reach their target audience.

  1. Large Corporation
  2. Medium-sized Organization
  3. Small Businesses
  4. Individual Marketers
  5. Entrepreneurs
  6. Anyone else who wants to build a personal brand

Tips that Safeguard Your Content Syndication Strategies:

It’s widespread concern about content syndication; what if it leads to content duplication issues?

As mentioned earlier, there is nothing to worry about when you follow a safe syndication process. You need to update the content syndicating site with some of the things mentioned below.

  1. Place a “rel=canonical” tag for the webpage where your content is published. The tag should take back to the original link of the article.
  2. Use a “noindex” tag on the syndicated version of the article. This will prevent the search engines from indexing the copy of your content.
  3. Add the link to the original article to highlight the article initially published on your website.

Following these parameters will enable the search engine to quickly locate the original article.


Content is available everywhere, so leveraging the power of content syndication strategies is essential for businesses to have an impact and reach. Once the organization starts diversifying the content distribution across multiple channels, your business will increase the brand’s visibility and establish your organization as an influential leader in the industry. So go ahead and implement content syndication, stay consistent in the process, and slowly, you will observe the content resonate with broader and more engaged targeted prospects.